TBWA\Zurich has created posters for McDonald's that at first glance are reminiscent of poor image quality. The subjects of some McDonald's products, such as the BigMac or MacFries, are shown in the dark. The subject of a burger that is difficult to see in the dark is resolved with the claim: "We serve BigMac late into the night.".
The campaign will be used on posters and e-boards throughout Switzerland in July and August.
Responsible at McDonald's Switzerland: Thomas Truttmann (Marketing & Communications Director), Nalain Naidoo (Marketing Manager), Martine Schaal (Marketing Coordinator ). Responsible at TBWA\ZÜRICH: Sven Oeschger / Léonie Kelly (Consulting), Urs Schrepfer (CD), Martin Friedlin (AD). Tobias Bühlmann (text), Dominique Magnusson (graphics), Heiko Baumann (DTP), Toni Rubera (image editing), Agnes Meier (print production). Media: OMD Switzerland.

To the spot

www.tbwa.ch
www.mcdonalds.ch

Ruf Lanz's films for the Mühlehalde home for the blind in Zurich are already legendary. In the commercials, the residents personally solicit donations. However, they never ask humbly, but with a lot of creative humor and a healthy dose of self-confidence. In the "Stevie Wonder" and "Andrea Bocelli" commercials, they sang the two greatest hits of their "colleagues", who have become superstars as blind people, with a lot of charm and mischief. The films were followed by the resolution: "Not all blind people can earn millions by singing. Thank you for your donation."
According to Mühlehalde General Manager Fatima Heussler, this campaign has succeeded in attracting numerous new donors - and thus significantly increasing the volume of donations. The idea also became one of the most awarded campaigns in recent years, winning gold in Cannes, at the ADC Switzerland, Edi, New York and London.
Now Ruf Lanz has come up with a no less surprising sequel. The reason: the home still needs money because people who only go blind when they reach retirement age are forgotten by Swiss legislation - and the majority of people at Mühlehalde belong to this group.
These people also play the leading role in the current commercial. The concept is based on the idea that a lot of money is donated to animal welfare in Switzerland. For this reason, the blind and visually impaired people in the new film act like panda bears, tigers, eagles and other animals in need.
> To the spot
For the realization of the campaign, Ruf Lanz would like to pass on "a big thank you" to Condor Films with director Patrick Senn, producer Michael Gloor and executive producer Philipp Petersson, who turned the concept into touching images. Sound design by Peter Bräker. The commercial will run on TV and in cinemas in the second half of 2009. It is flanked by advertisements and posters that communicate the same message in a strikingly condensed form with photos by Felix Streuli.
Pan

Blind people imitate the sounds of endangered animal species to draw attention to their existential problems.

The presidents of the most important audiovisual production associations in Switzerland and SRG Director General Armin Walpen have signed an agreement governing cooperation between SRG, its business units and the various players in the field of television production and technical assistance. In the agreement, the parties reaffirm their intention to promote high-quality audiovisual production in Switzerland, to stimulate competition between independent producers of television programs and to promote the diversity of offerings. The parties have decided to outsource technical production services and the production of so-called turnkey programs by mutual agreement, thereby supporting the audiovisual industry in Switzerland, as SRG announced on Tuesday. Since 1998, SRG has invested almost CHF 220 million as part of the Pacte de l'audiovisuel. This contribution will be increased by CHF 1.5 million in 2009 and by CHF 500,000 each in 2010 and 2011.

The Austrian mobile marketing agency IQ mobile is implementing a new special form of advertising on mobile portals. Together with the Blick Group, the launch campaign for the new "Nokia Comes with Music" offer was implemented for the client Nokia, the driving force behind which was the Mobile Branding Day in July 2009. In the following six weeks, an advertising campaign with mobile banners linking to the Nokia mobile information page is currently being implemented. In addition, an editorial teaser from the music section on the home page refers to "Nokia Comes with Music". Music articles are also colored to generate attention.
The client for the "Nokia Comes with Music" campaign is the mobile marketing agency IQ mobile, which was founded four years ago. The agency implements advertising in mobile portals and offers management and marketing consulting on the creation, development and operation of mobile campaigns, CRM measures and entertainment applications. IQ mobile serves international clients such as Nokia, BMW, Swisscom, L'Oréal, T-Mobile and Charles Vögele.
www.ringier.ch
www.iq-mobile.at

The Infiniti car brand has been on the market since 1989. Until now, this luxury brand from Nissan has only been sold in Japan, the USA, the Middle East and Russia. Now Infiniti is to be introduced in Europe as well. In the fall of 2008, a multi-stage pitch for strategy and creation was launched throughout Europe within the TBWA network. TBWA Zurich was successful against its sister agencies TBWA London, Manchester and Milan.
"We are responsible for the European strategy, which will be largely embedded in the global strategy. As the European market is a key market, we will also be heavily involved in the global development of the brand," says Matthias Kiess, the Managing Director responsible in Zurich. Magnus M. Sambo and Frederik Rossmann act as CD. Strategic Planning Director is Daniel Rickert.
This team bases its ideas on the "emotional engineering" specified by the factory. The new cars are characterized by sportiness, high performance and innovative design. The design language is based on human and emotional inputs. These are in visible competition with the more technical and steely attributes of the German brands BMW, Audi and Mercedes. Infiniti claims to have a "more authentic and warmer appearance". This could be paraphrased as "Adeyaka". This is the title of Infiniti's customer magazine. The term can be translated as dynamic, colorful and elegant. TBWA chose the promise of quality as the creative idea: "The same is not the same." This can be found in the headline. But also in the overall style. The familiar rules of car advertising are deliberately broken up and redefined. The design is very experimental and is defined by intense colors, shapes and contrasts.
The luxury brand Infiniti is intended to appeal to younger, entrepreneurial and successful individualists who are looking for something different but also authentic. The models start at 250 hp and cost at least CHF 60,000. In Switzerland, they are offered "boutique-style" in just two showrooms in Geneva and Zurich.
Andreas Panzeri

Sensual play of shapes immersed in emotional colors: The cars were photographed in real life, the background was generated on the computer.

In the first half of 2009, Swisscom recorded lower revenue in its Swiss business, continued growth at Fastweb and a higher net profit than in the first half of 2008. In the first half of 2009, Swisscom's net revenue fell by 1.2% to CHF 5,917 million and the operating result by 3.8% to CHF 2,235 million. On a constant currency basis, net revenue rose by 0.3% and EBITDA fell by 2.7%. The Italian subsidiary Fastweb increased revenue in local currency by 12.9%. According to Swisscom, the continuing price erosion in the Swiss business amounting to around CHF 200 million could not be compensated for by customer growth and new offers, resulting in a decline in net revenue in Switzerland of around CHF 150 million. At CHF 1,352 million, the operating free cash flow was almost maintained at the previous year's level, while the Group's net profit rose by 20.7% to CHF 1,021 million.
Compared to the previous year, the number of DSL broadband connections in Switzerland rose by 96,000 to around 1.8 million connections. At the same time, the number of unbundled fixed network connections increased to 82,000. The number of Bluewin TV customers more than doubled within the space of a year and stood at 165,000 at the end of the second quarter of 2009.
The detailed interim report is available at www.swisscom.ch/q2-report-2009 can be viewed.

Evelyn Weber (24) decided to train as a marketing specialist (previously marketing planner) while working. She first attended a preparatory course at the KV Baden for the mandatory MarKom admission exam, and at the same time booked the in-depth course for marketing at the imBa institute (international marketing Brain academy) for the exam for the federal certificate for marketing specialists.
Evelyn Weber, how did the registration for the exam work?
You had to register online on the Swiss Marketing site. Everything went smoothly and the examination secretariat in Olten always provided friendly and competent information on request.
How did you feel at the "gym event" in Basel? Did it bother you that so many people were sitting in one room?
The atmosphere was very special sitting in a room with so many people. To dampen the noise a little, I had earplugs in my ears during the exams.
How did you concentrate?
During the exam, I took a sip of water from time to time. I didn't have time to eat much. During the breaks, I deliberately tried not to talk about the exam with my colleagues. And I wasn't the only one who had a lucky charm with me.
And how did you experience the oral exam?
Most of the exam experts were very nice and helpful. As a result, I was less nervous than expected. The exams are spread out over the whole day, which was exhausting because you always had to be focused.
What tips would you give to others who want to take a similar exam?
It is important to look from exam to exam and not lose your cool if an exam has gone less well. It is also important to take a structured approach to solving the tasks and not be unsettled by the behavior of other candidates.
How did you experience the graduation ceremony in Bern, what did you like?
The graduation ceremony in Bern with almost 1,000 young people was impressive. It's a great feeling to hold the federal certificate with your name on it in your hands. We looked back on the past 1½ years and toasted our success. I was particularly pleased that four colleagues from my class were honored with special awards, and one colleague even came top out of 522 graduates with an overall grade of 5.4 and received the Swiss Marketing Award.
Looking back, was the time and financial investment worth it?
Yes, definitely. I invested a lot of time in the training, but I was rewarded accordingly. This apprenticeship is an important milestone on my CV.
Do you have the impression that the certificate will help you in your career?
With this diploma, you will certainly have better chances in the professional world and will also be perceived as a specialist. A future employer can assume that you have in-depth specialist knowledge.
Interview & Photos: Patrick Bernd Buchert

So far, swine flu has been a feast for all media suffering from the summer news lull. Often derided as scaremongering, this could now be the downfall of the print media itself - or more precisely, the free newspapers. Amazingly, even free titles can transmit pathogens when they are passed from hand to hand. Who would have thought it ... According to Newsnetz.ch, the luxury hotel Victoria-Jungfrau in Interlaken has therefore issued a warning to its employees to handle free newspapers with care. However, even the Federal Office of Public Health (FOPH) considers this step to be somewhat exaggerated and has given the all-clear. The only helpful advice is that you should wash your hands after reading them. So commuters won't have to keep their hands off the newspapers in future either. It is not known what the situation is at the Hotel Victoria-Jungfrau. One possible solution would be to hand out stylish gloves to hotel guests so that they can indulge in their media consumption without worry.

The Bern-based agency Republica has won a new mandate from Swiss Olympic on the occasion of the "Vancouver 2010 Winter Olympics" competition presentation. The agency will now provide communications support for Swiss Olympic's main campaign for the upcoming Winter Games. The legends of Swiss winter sports will be taken up in the campaign and included in addition to the stars of today, the agency said in a press release. This will showcase the tradition in the various Olympic winter disciplines and at the same time promote the current Olympic team.
Republica in Bern is active in the development and implementation of integrated communication strategies. With 23 employees, Republica advises and supports companies and brands in the areas of advertising, public relations, corporate identity, internet and events.

www. http://www.republica.ch

Priska Meyer has been supporting the Zurich advertising agency's creative team as AD since June 1, 2009. She began her advertising career at Guye & Partner in Zurich. She also worked for Publicis and Exxtra Kommunikation, where she earned her spurs as an art director. Her portfolio includes campaigns for SSR Travel, UBS, Jelmoli, Swisscom Landline and Mobile as well as Migros (Sélection, Heidi, I am, Candida, Crea d'or, Xotica, Brot). Some of these works have won awards and been included in Lürzer's archive.
www.whpartners.ch

We encounter advertising everywhere, from funny to beautiful to idiotic, even at our vacation destination. You have sent us your advertising vacation impressions. It's nice that you also think about the advertising week when you're relaxing. Tom Schmid's motif from Bad Ischl was a hit with the dog - and won him an advertising banner on Werbewoche.ch.
> To the subjects, part 1
> To the subjects, part 2

In Switzerland, 54% of vegetables still come from domestic production. The figure is 95% for apples and pears and even 100% for carrots. However, this could change if competition from abroad continues to increase in the soon-to-be-opened EU market. The Swiss Fruit Association and the Swiss Vegetable Producers Association have now jointly launched a national campaign to raise consumer awareness of local quality produce. The large-scale project has been developing since October 2007 via various political bodies. Finally, Unikat won the contract in a multi-stage pitch at the end of 2008. Manifesto Films and director Reto Salimbeni have now delivered 18 different commercials and short spots, each in three language versions. In all the films, Barry the Bernese mountain dog and Hans the goose appear as new popular figures for Swiss fruit and vegetables. On a farm, the two animals are seen diligently helping to bring in the harvest. The dog and the goose have been animated to "talk" using sophisticated 3D technology. Depending on the season, their dialogs whet the appetite for the various products from the farm. For CD Daniel Meier from Unikat, animals are credible for such a message because they are perceived as representing the naturalness of production as well as a remnant of the "ideal world". "With humans, such advertising would quickly become embarrassing."
Andreas Panzeri
> Spot 1
> Spot 2
> Spot 3

Gans Hans and its inventor Daniel Meier.

Endo Anaconda (l.) synchronizes the dog, Hans Ruchti the goose.

Producer Shannon Mildon with Salimbeni.

An animal trainer rehearsing with Barry.